UNIT 7

Marketing for Hospitality and Tourism

Introduction

  • Chapter: Destination Marketing

  • Authors: Lorraine M. Papazian-Boyce, Kotler, Bowen, Makens, Baloglu

  • Copyright: © 2017, 2014, 2010, 2006 by Pearson Education, Inc. All Rights Reserved

Learning Objectives

  • Destination Marketing System: Understand what constitutes a destination marketing system.

  • Tourism Destination Competitiveness: Identify the critical components that contribute to the competitiveness of a tourism destination.

  • Tourism Development Strategies: Explain strategies for tourism development and different options for creating and investing in tourism attractions.

  • Visitor Segmentation: Understand the methods to segment and identify various visitor segments.

  • Destination Image and Branding: Discuss the significance of destination image, branding, and how to create impactful visitor experiences.

  • Organization of Central Tourist Agencies: An overview of how central tourist agencies are structured.

Top Tourism Destinations

Table 17–1

  • Presents data on the world's top tourism destinations based on international tourist arrivals and receipts.

Destination Marketing System

Figure 17–1

  • Illustrates the framework of a destination marketing system in creating and promoting tourism.

Travel and Tourism Competitiveness Index

Figure 17–2

  • Based on the Travel and Tourism Competitiveness Report 2014, this figure emphasizes the various factors contributing to destination competitiveness.

Sustainable Tourism

Definitions and Importance

  • Sustainable tourism refers to tourism that has a low impact on the environment and local cultures, while helping to generate future employment for local people.

Economic Effects of Tourism

  • Direct Employment: Creation of jobs directly related to tourism services.

  • Support Industries and Professions: Industries that support the tourism sector, including hospitality, transportation, and retail.

  • Multiplier Effect: Economic theory that explains how an increase in spending can lead to further increases in income and output in the local economy.

  • State and Local Tax Revenues: Additional revenues generated from tourism, benefiting local and state government budgets.

  • Exports of Locally Made Products: Revenue generated from goods produced locally and sold to tourists.

Environmental Effects of Tourism

Characteristics of Sustainable and Ecotourism

  • Discussion surrounding ecotourism, focusing on responsible travel to natural areas that conserves the environment and improves the well-being of local people.

Attractions and Events

Types of Attractions

  • Sustainable Events: Focus on minimizing the environmental impact of events.

  • Sports Events, UNESCO World Heritage Sites: Highlighting significant tourist attractions.

  • Casinos as Attractions: The role of casinos in tourism.

  • Waterfront Attractions: Development and appeal of waterfront tourism spots.

  • Indian Gaming: The impact of gaming on tourism.

  • Stopover Tourism: Opportunities provided by tourists making brief stops at destinations.

Psychological Travel Motivations

Common Motivations for Travel

  • Social Interaction: Desire for connection with others.

  • Family Bonding: Importance of spending quality time with family.

  • Self-Discovery: Exploration and personal growth through travel.

  • Relaxation: Seeking leisure and rest from daily pressures.

  • Prestige: The need for social standing through travel experiences.

  • Escape: Desire to get away from daily life.

  • Education: Learning new things through experiential travel.

  • Sexual Opportunity: Exploration of intimate relationships in new environments.

Types of Tourism

Classification Overview

  • Discussion about various types of tourism and distinguishing features.

Visitor Segments

Classification of Visitor Segments

  • Overview of different visitor segments based on preferences, demographics, and behavior.

Communicating with the Tourist Market

Marketing Strategies

  • Flow of Research Data: Utilizing research data to understand market trends.

  • Representation in Markets: Importance of local representation in broader markets.

  • Organization of Workshops & Trade Shows: Engaging with the industry and potential customers.

  • Familiarization Trips: Purpose and benefits of fam trips for promoting destinations.

  • Participation in Joint Marketing Schemes: Collaborative marketing efforts to pool resources.

  • Support for New or Small Businesses: Empowering smaller businesses in the tourism industry.

  • Customer Assistance & Protection: Ensuring visitor safety and support.

  • General Education Functions of National Tourism Organizations: The educational role played by national tourism bodies.

Key Terms

  • Agritourism: Tourism based on agricultural experiences, including visiting farms and wineries, aimed at benefiting rural areas.

  • Allocentrics: Individuals seeking new experiences, such as backpackers and explorers.

  • Destination Marketing Organization (DMO): Group that promotes a specific destination, often related to local convention and visitors bureaus (CVB).

  • Destinations: Defined spaces with boundaries (physical, political, or market-based).

  • Destination Branding: Creating a unique and compelling image that attracts visitors and guarantees a memorable experience.

  • Familiarization Trip (Fam trip): Cost-effective trips for travel agents to experience destinations firsthand.

  • Infrastructure: The foundational structure and support systems of a tourism-related organization.

  • Macrodestinations: Large destinations comprising numerous smaller micro-destinations.

  • Medical Tourism: A rapidly growing sector where tourists travel for healthcare purposes, often spending significantly on treatment and related services.

  • Multiplier Effect: The phenomenon where tourist spending circulates through the local economy, generating further economic activity.

  • National Tourist Organizations (NTOs): Agencies at national levels that promote tourism.

  • Psychocentrics: Travelers preferring stability and familiar environments without seeking adventure.

  • Sustainable Tourism: Tourism practices that preserve the environment and local culture while providing economic benefits to communities.

  • Tourism: Defined as a stay of one or more nights away from home for purposes other than boarding or education, including business and leisure activities.